标签归档 上海千花贵族宝贝

The sales of "deep" high-end beauty cosmetics have fallen sharply, and the desire of middle-class women to protect their faces is declining?

Reporter | Viann

Editor | Zhou Zhuoran

Since late January, Simei, who has been isolated at home, has found that cosmetics are useless. Due to the inconvenience of going out and poor logistics, she hardly bought beauty products.

During the epidemic, there were not a few people who reduced the consumption of beauty products. According to the data obtained by Bain, a management consulting company, and Alibaba Tmall, the online sales of beauty products decreased by 30% from the first day of the first month to the thirteenth day of the first month (January 25th to February 6th) in the Spring Festival in 2020, among which the high-end beauty products were more affected, with a decrease of 40%.

Estee Lauder’s performance fluctuated greatly during the epidemic. After combing the data of ECdataway Dataway, we found that the brand’s sales dropped by more than 75% year-on-year in the two weeks from February 8 to February 21. After ranking 100 in the brand sales list, it became the first in Tmall’s beauty care category from February 22 to February 28. This may be because Taobao Live Li Jiaqi broadcasted two Estee Lauder products on February 27.

Shiseido Group previously said that the sales volume of its four top brands in China decreased by more than half during the New Year.

At the same time, affordable beauty brands have been hit relatively lightly.

According to the data of ECdataway Dataway, during the five weeks from January 25th to February 28th, the sales of high-end beauty brands in Tmall beauty category fluctuated greatly, while the low-priced brands such as L ‘Oreal, Perfect Diary, Huaxizi and Yuze remained relatively stable in the top 15 of the weekly sales list.

Although with the passage of time, the beauty category market gradually began to resume growth, the difficulties faced by high-end beauty brands may be long-term.

During the epidemic, the online sales of high-end beauty brands declined significantly. Bain and Tmall explained that the social needs of Generation Z (born in 1995-2009), young people in small towns and cutting-edge white-collar workers declined, and they contributed more than 50% of the sales of this category in 2019, so the sales dropped significantly.

But this is not the whole reason. The frustration of high-end beauty brands is also related to their special brand attributes.

Yu Jian, general manager of Kaidu Consumer Index Greater China, told interface fashion that high-end beauty products, unlike cheap beauty brands, also bear the gift function like luxury goods.

Valentine’s Day is the traditional sales season for high-end beauty brands, but this year’s high-end beauty brands are probably "lover robbery".

After combing the Tmall sales data of ECdataway Dataway, it was found that the sales of high-end beauty brands generally declined on Valentine’s Day and the week before the holiday (February 8-February 14).

Among them, Lancome sales decreased by 12.8%, Estee Lauder sales decreased by 60.2%, Snow Show sales decreased by 41.7%, CPB sales decreased by 44.3% and SK-II sales decreased by 2.3%.

However, in a special period, even if online sales decline, it is a timely help. What makes high-end beauty brands even more headache is that tourism retail, which they regard as a channel for growth, almost completely failed during the epidemic.

Tourism is always closely related to shopping, and the most crowded people in duty-free shops are always the beauty counters with fragrance. According to the data of Generation Research, a French tourism retail research institution, the total sales of tourism retail channels reached 79 billion US dollars in 2018, of which perfumed products accounted for 31 billion yuan. Beauty products are undoubtedly the largest category of tourism retail in the world.

Shiseido Group, Estee Lauder Group and L ‘Oré al Group all emphasized the importance of tourism retail to the group in their financial year 2019 performance reports, and it was even the fastest growing channel for Shiseido last year.

More than a month ago, these beauty groups should have ushered in a small sales peak by taking advantage of the East Wind of Spring Festival travel. However, according to the data of the Ministry of Transport and the Civil Aviation Administration, the national civil aviation passenger flow in Spring Festival travel rush decreased by 47.5% within 40 days (January 10-February 18), of which the passenger flow plummeted by 86% from February 1 to February 18.

People greatly reduce their travel, so naturally they can’t and have no time to shop during the trip.

Shiseido CEO Masahiko Yutani previously revealed that after the outbreak, whether in department stores, pharmacies or duty-free shops, they obviously saw the impact of the decrease in China tourists on sales. Analysts at Mitsubishi UFJ Morgan Stanley Securities believe that Shiseido’s sales in the Asia-Pacific region including China and duty-free shops will decrease by 20%.

Because of the "avalanche" of tourism retail channels, in late February, Estee Lauder Group even offered a huge discount of 60% for three or more brands in duty-free retailers at airports such as duty-free shops in Japan.

Although the epidemic will always pass, high-end beauty brands are still worried that after the epidemic, the target group will become cautious in consumption and will take the initiative to downgrade beauty products.

Since the Chinese New Year, almost all walks of life have heard the news that the company’s cash flow is tight. Startups are struggling to save themselves, and large companies have successively implemented measures such as layoffs and employee pay cuts.

The middle class with houses, cars and loans should have been loyal customers of high-end beauty brands, but an epidemic will force them to grow.

Sun Xiaoji, a financial writer, said in an interview with Interface Culture that the outbreak of the epidemic gave people a rare opportunity to reflect on consumerism.

Sun Xiaoji suggested that people "get rid of the illusion of the middle class", control their desire for consumption, increase their desire for income, use their money for investment and savings, and don’t buy meaningless goods. "When you have to spend money, you can treat every expenditure as an investment."

However, consumers’ demand for high-end beauty products still exists, and brands also have opportunities to seize.

According to the data of the business staff, in February, the number of views, collectors and times of collection of Tmall cosmetics increased slightly, and the trend of beauty and skin care categories became more intense, with the number of views, collectors and times of collection rising sharply, with the growth rates of 64.09%, 39.10% and 77.80% respectively.

This means that in the days when people are isolated at home, although they have reduced shopping, they have more time to learn about beauty knowledge. Simei planted many new products, and saved two months’ salary when she went out, so she was going to buy them in buy buy after the epidemic.

L ‘Oré al Group called it the consumption base of beauty products at the presentation of "Cloud Release" China development strategy. Once the situation improves, beauty lovers will release their pent-up shopping desire.

After all, China women’s demand for beauty products should not be underestimated, and now they are the most mature consumers in the Asia-Pacific region.

Tao Jun, Director of Consumer and Market Insight of L ‘Oré al China, said that the overall penetration rate of female consumers in China in skin care products is close to 100%, and all categories are basically the same as those in South Korea, even surpassing South Korea in eye cream and mask, with an average of 13.8 skin care products.

In China, some high-end beauty brands have strengthened the operation of "private domain traffic" in sales channels.

On February 1st and 2nd, the sales of skin care brand Lin Qingxuan’s Wuhan store soared, and its performance rose to the second place in the country. On February 15th, Lin Qingxuan’s offline performance even increased by 45% compared with the same period of last year, and most of these sales were completed by digital platforms such as shopping guides and live broadcasts.

Lin Qingxuan told interface fashion that as of the end of February, 337 direct-operated stores had basically achieved the same performance as the same period of last year through digitalization. From March 1 ST to March 8 th, Lin Qingxuan’s whole network sales increased by 513% year-on-year.

Prior to this, half of Lin Qingxuan’s offline stores had been closed from the first day of the Lunar New Year to the seventh day of the Lunar New Year, and his performance plummeted by 90%. Sun Chunlai, the founder, once said that the cash flow could only last for two or three months at most, and tapping private domain traffic made Lin Qingxuan temporarily out of the predicament.

Fan Yijin, vice president of Tencent Smart Retail, said at the online summit of beauty private domain traffic held by Jumeili and Tencent Advertising that according to interviews with consumers, store managers and shopping guides and BCG analysis of consulting company, when brand store managers and shopping guides have 300 customer friends and 30 ~ 50 customers who interact frequently, and interact with consumers at least once every 1 ~ 2 months, and chat for 3 ~ 5 minutes each time, the service capacity of sales terminals can be improved by 9 ~ 10 times, and the repurchase rate of consumers can be improved.

Lin Qingxuan told the interface fashion that after the epidemic, Lin Qingxuan will also increase the digitalization of live broadcast, and upgrade to Lin Qingxuan’s digital live broadcast store on the basis of existing direct stores, which will increase the user experience and form two dimensions of online content dissemination and offline service experience that reach consumers.

However, private domain traffic is not a treasure mine that all high-end brands can tap. Song Xing, founder and CEO of Fanyan Consulting, said at the online beauty private domain traffic summit that China companies of international beauty brands are limited by overseas headquarters’ control over brand tonality and other aspects, and it is difficult to respond to some domestic trends quickly, so they may miss the tide of private domain traffic.

On the other hand, private domain traffic is a sudden rise during the epidemic. It seems to be a temporary savior, but its future development trend is still not clear. With the gradual overload of private domain information, some users have begun to quit the WeChat group full of sales links.

For mid-to-high-end beauty brands, the way to retain customers may be to enhance brand power and establish emotional ties with them. In Yin Kuo’s view, the middle and high-end beauty products are perceptual goods, and consumers will still be willing to use the customary beauty brands in the long run.

The efficacy of beauty products is difficult to be measured intuitively, and the consumption of high-end beauty products belongs to emotional consumption. What high-end brands need to do is to find the button that triggers consumers’ emotions.

Yu Jian believes that as long as China consumers yearn for a better life, the beauty market will be full of various possibilities.

What is "ineffective medical care"? Many operations may not be performed, and many drugs may not be taken.

People are most afraid of disease, not only suffering from physical pain, but also bearing expensive treatment costs. People receive treatment immediately after getting sick, but some unscrupulous clinics recommend expensive treatment methods and drugs to patients in order to make huge profits, so that small diseases cost a lot of money and the treatment effect is not very satisfactory.

Therefore, when patients treat diseases, they should avoid ineffective medical treatment, and have a pair of eyes to identify them.

According to relevant statistics, 47.4% of netizens in China have encountered the problem of ineffective medical care. Strictly speaking, ineffective medical treatment, that is, medical behavior, has no meaning to patients, or is not helpful to the improvement of their condition.

For example, some drugs can be cured by taking medicine, but doctors still recommend patients to do various tests and treatments; Or the illness is very serious, the patient is weak, and the doctor still adopts advanced or expensive medical means, which not only increases the pain suffered by the patient, but also leads to poor treatment effect, and eventually leads to both human and financial resources, and also leads to waste of medical resources.

1. Advanced cancer

Modern medicine is still unable to conquer cancer, especially in the late stage of cancer. Excessive emphasis on radical cure of cancer or complete killing of cancer cells will increase the physical, mental and economic pressure of patients, making them weaker and even life-threatening. The principle of advanced cancer treatment is to relieve pain and improve the quality of life, so we can’t operate blindly.

2. Lumbar disc herniation

In fact, the lumbar spine has a strong ability of self-healing and recovery. Immune cells and phagocytic system in the body can identify the position of lumbar disc herniation, secrete a lot of enzymes to dissolve it, and rely on the ability of healing and recovery to alleviate it. Most lumbar disc herniation does not require additional surgery. According to the survey, 13.25% of the patients got worse after the operation.

3. Pulmonary nodules

Some patients were diagnosed as pulmonary nodules during physical examination, and most of them were benign. After being diagnosed with pulmonary nodules, there is no need to worry too much, and further pathological examination is needed to assess the risk of cancer. If it is a benign pulmonary nodule without special treatment, just go to the hospital for low-dose spiral CT screening on a regular basis.

4, frequent infusion

Many people choose infusion because it can quickly alleviate their illness. However, infusion is equivalent to minor surgery, and excessive infusion will bring adverse reactions to the body and affect the development of various tissues and cells. Therefore, there is no need for infusion when it is not necessary, and a regular hospital should be chosen when infusion is necessary.

1. Paracetamol

As long as there is low back pain, people will take acetaminophen as soon as possible, such as paracetamol, which can relieve the pain quickly. However, if paracetamol can’t relieve acute low back pain and there is no significant spinal lesion, it may have side effects after taking the medicine.

2. Opioid drugs

Some patients take opioid analgesics for a long time after surgery to relieve pain, but excessive use of such drugs can harm their physical and mental health.

3. Aspirin

Some patients took aspirin before operation. However, studies have shown that taking aspirin will not affect the mortality rate and the incidence of nonfatal myocardial infarction. On the contrary, it will cause massive bleeding because of taking a lot of aspirin every day.

Tips

Ineffective medical treatment not only can’t solve the disease, but also affects patients’ physical and mental health, increases economic pressure, wastes medical resources and reduces patients’ trust in doctors. Every doctor should pay attention to medical ethics and fully consider the patient’s pathogenic needs and medical technology level.


The online manuscript of family doctor shall not be reproduced without authorization.

Super league in school? Shandong men’s basketball team fined 10 yuan, and the result was a fine of 50,000 by CBA.

Sometimes it pays to be smart, such as the Shandong men’s basketball team. A few days ago, Shandong and Xinjiang played a summer league. Shandong captain Gao Shiyan, veteran player Jia Cheng and Xinjiang Yu Dehao clashed, and then Gao Shiyan made inappropriate remarks. As a result, he was fined by CBA company, Yu Dehao was suspended for one game and fined 20,000, Jia Cheng fined 20,000 for one game, and Gao Shiyan fined 10,000.

After the ticket was issued, the Shandong men’s basketball team shook its wits and issued an internal penalty, directly punishing Gao Shiyan and Jia Cheng for 10 yuan. This is obviously a joke, but as an official announcement, it is obviously not rigorous enough and the topic is very big. Immediately, the Internet is discussing this 10 yuan fine.

There were similar incidents in the three towns of Wuhan in the Super League before. The three towns of Wuhan punished Aziz for violent behavior in the game, resulting in a fine of $1. Is the Shandong men’s basketball team in line with the three towns of Wuhan in the Super League?

However, there was nothing wrong with the announcement of a fine of $1 issued by three towns in Wuhan, but the Shandong high-speed men’s basketball team was directly fined. The official penalty announcement of CBA said that publishing improper information on the official social platform had a bad influence on CBA league, and it was directly deducted from the league funds by 50,000, which was because of the announcement of 10 yuan money.

However, 10 yuan’s fine for the Shandong high-speed men’s basketball team was also deleted, but the impact was also caused.

I don’t know what fans and friends think about this 50 thousand penalty, but it’s really interesting. It seems that the official number really needs to be cautious.

Evergrande Football School has achieved fruitful results! The 22-year-old star won the Golden Globe Award and scored the best 11 players. Xu Jiayin didn’t brag.

Guangzhou Evergrande, which won the Super League championship eight times, is undoubtedly a household name in domestic football. However, with the collapse of the capital chain, Guangzhou’s current team is not what it used to be. After relegation from the penultimate place in the league, it returned to the Chinese League last season.

In the new season, after five rounds of battle, Guangzhou team still hasn’t won a game, and only ranks third from the bottom with the goal difference advantage. If we can’t make a quick decision, the former China football champion may enter the second team next season. Guangzhou team’s fiasco performance is also very simple: "I have no money."

Because the parent company stopped injecting capital, the main force of the original team left the team one after another, and the Guangzhou team could only live on its own hematopoiesis. Due to the limited funds of the team, it is impossible to invite foreign aid, but I think fans should know how important foreign aid is to China Club. Two or three good foreign AIDS can almost directly make the team by going up one flight of stairs, but if the foreign aid team and the Youth League don’t play again, it’s not surprising that the Guangzhou team will be relegated in the Chinese League.

Xu Jiayin, chairman of Guangzhou Evergrande Club, was temporarily released at the opening ceremony of the football school in 2012. Relying on the brave words supported by Evergrande Football Association will gradually complete the transformation from relying on foreign aid to win the world, thanks to the hematopoietic capacity of Guangzhou Evergrande Team. Not too distant future. Cultivate China as a world star! After 11 years, I didn’t expect the two cows boasted by Xu Jiayin to come true.

Guangzhou team has participated in the league as "All-China Class" since last season, which can be said to be a curve rescue league, mainly because the All-China Class has no funds to invite foreign aid. They took this historic step. The goal of Evergrande Football School to train world-class players in China has also become a reality. Zhang Lingyang, 22, won the Golden Glove Award in the Swiss Women’s Football Super League at the award ceremony just concluded a few days ago. Counting the best 11 people in the Swiss Women’s Super League, Zhang Linyan is already a well-deserved world-class star!

After Zhang Linyan won the prize, Evergrande Football School also shared Zhang Linyan’s growing experience on social media. The four-year Women’s World Cup will start in July this year. I hope that Zhang Linyan can play well with the national team and contribute to the further success of the women’s football team in China.